Even if you or the business owner think your website “looks good”, that doesn’t cut it anymore. Each and every business needs to understand that online marketing is an essential pillar to their existence. Upgrade not only your website , but your mentality and adjust for the requirements demanded in today’s world. It’s not 2010 anymore.
No too long ago all you needed was a pretty website that loaded quickly. You just needed good meta/title tags or start a cheap Google AdWords campaign and word would get out. So what changed? Our attention. You used to have to worry about how long users looked at your website before they went on to the next. We thought that was hard. Now we have to worry about the increasingly short attention span on several different mediums before they even give your website a chance.
The struggle is real
Can you convince someone to read an article that benefits them? What if all they read was the headline? What if that headline was shown as they’re scrolling past their friend’s posts and pictures? and all of this, just to get them to your website. Once there, you still have to keep their attention long enough to demonstrate the value you can provide. All companies face this reality today.
“Build it and they will come” is dead.
Based on my past campaigns, I can already tell you that it’s costing me a little under $4 to have you read just this far into the article. Chances are, you have no intention to learn about our services, but instead you want the valuable information offered, to use on your own. This is the new world we live in. The old days are dead and gone.
In with the old, and in with the new… too
You can’t just stop focusing on meta and title tags and ignore PPC now. Nope! Continue what you’ve hopefully been doing: Well designed websites, Search Engine Optimization (SEO), and Pay per Click (PPC) campaigns. Be more proactive and provide value first going forward.
Use these key ingredients to get started on creating your own social media and digital marketing recipe:
This has been around a while, but hasn’t gained the notoriety it should. Content marketing is creating quality and valuable content that your audience will want to consume and share. You should provide value in the form of blogs/articles and promote that content in a way that makes your viewers want to share it.
Social Media Marketing:
This works best in coordination with the content marketing mentioned above. Leverage Facebook/Twitter/Instagram and their pay-per-click services. People don’t want to be sold to and its essential to remember that. Provide the viewer with value, you can do this by pairing your social media marketing efforts with content marketing. Create ads that promote content the viewer cares about and/or frames you as an expert.
Since everyone has been posting their information on social media and online, much to the dismay of privacy advocates, its much easier to find the exact kind of person that could benefit from your product/services. Use this information in all of your campaigns, don’t try to make an ad appeal to everyone. Make it appeal to a certain type of individual and then leverage Facebook’s Audience Insights feature and Google AdWords keyword builders to create long tail keywords and demographic-specific ads.
Responsive designs basically mean that your website will adjust and look good for any device you view it through whether its a cell phone, tablet, or desktop computer. If you haven’t already done this, you need to do it immediately. Especially with rumors that Google will rank website’s designed for mobile before others, called mobile-first index.
Have you ever searched for a product on a website only to later see that exact product promoted on an unrelated site? That’s remarketing. Using Facebook pixel, Google remarketing, and others will allow you to identify customers who have visited your website. You can then create an ad that targets that specific user and allows you to frame your content using the context of the page of your website they visited. Powerful stuff.
Ok, now for the good news
It’s easier than ever to know where your target audience has their attention and they are usually easy to reach, in some cases, inexpensive. Because a lot of businesses haven’t adapted to “Internet Marketing 2.0”, as I like to call it, it’s still new. You can get inexpensive views and click throughs to highly targeted demographics through various marketing channels. In English: you can easily reach people who are likely to want what you have to offer and its not crazy expensive, yet.